Mixed-use Development | Market Research & Marketing Advisory

I was engaged as an all-around consultant for the biggest real estate project in Florence and one of the largest urban redevelopment projects in Italy, with a total investment surpassing €250M.

The ambitious regeneration project aims to bring a new city district to life, giving it the creative energy of fashion, art and design, complementing the historic city centre, open to all and connected to the wider world: a new contemporary destination in Florence that will host schools, ateliers and laboratories, office and co-working spaces, studio apartments, housing, a hotel, halls of residence, and a brewery.

Within my wider role, one of the key focus areas was providing extensive market research services during proiduct development role, focusing on residential and commercial areas.

I managed and executed the complete Market Analysis spanning 4 different asset classes and providing the client with data, insights and qualitative analysis that was essential for the product definition and for subsequent go-to-market strategy.

During the Sales & Marketing phase, I provided marketing advisory services to the client and their digital marketing agency in order to fine-tune the marketing strategy and ensure successful campaigns for the retail and office spaces.

The Market Research services and deliverables (presentations, infographics, documents, raw data and analysis) were used for financing requests and helped the client ensure the successful completion of the first phase of their massive investment.

The Marketing Advisory services helped the client attract and engage buyers and tenants for retail and office spaces, ensuring a successful marketing campaign that resulted in a near-100% pre-lease of available spaces.

Finally, during the sales & marketing phase of commercial areas, I provided and presented extensive biweekly Marketing Reports with all the relevant data useful for providing insights and helping the client with the decision-making process.